Like the kindly man depicted in Tom Lehrer's heartwarming song, We
Welieve In Doing Well By Doing Good.

Our promotion of our own sites in the search engines has met
with many years of success, so we figured a good way to do just
that would be to offer what is also known as "White Hat SEO" as a service to
our clients.

Be Careful What You Ask For.
You Might Get It.

We are far less concerned that you retain our company for your
Search Marketing effort than that you choose an SEO firm that's not going to
get your company's website completely removed from the search engine
indices, sued for Unfair and Deceptive Trade Practices by the United States
Federal Trade Commission, or even have your company's officers prosecuted for
violating criminal law.

Name Your Poison

Search Engine Optimization Specialists are said to wear one of three
different colors of hats, as depicted in the cowboy movies of the 1930s and
1940s such as The Lone Ranger:

White Hats are worn by the "Good Guys"

Black Hats are worn by the "Bad Guys"

Grey Hats are worn by those who work both for Good and
for Evil

We prefer to refer to "White Hat SEO" as "Ethical SEO" because, as depicted
in
Spike Lee's brilliant 1992 motion picture
Malcolm X, to denote everything good as "White" or "Light", while
everything bad is "Black" or "Dark" is quite bluntly racist:

Upon Malcolm's imprisonment for burglary, he is visited by a vision of
The Honorable Elijah Mohammed, who commands Malcolm to systematically correct
the usage of "Black" through the entire English Dictionary. After paying
his debt to society, the now much-reformed Malcolm X joins the
Nation of Islam movement, then works diligently to lift the cruelly downtrodden
African American People from their lives of despair.

Earn High By
Playing It Clean

The two most important things to ask of any Search Marketing Consultant
are:

How will your company promote my website in the search engines?

Will your firm's SEO methods continue to work after we
part ways, and stop paying your fee?

If a Search Engine Optimization Consulting Firm is at all secretive about
their methods, or if you must continually pay their "retainer" for
Their Special Magic to continue promoting your business, the chances are pretty
good that the methods they employ, while of some limited and ultimately
temporary effectiveness, violate the policies all the search
firms have made quite clear for many years, such as the
Google Webmaster Guidelines:

These quality guidelines cover the most common forms of deceptive or
manipulative behavior, but Google may respond negatively to other misleading
practices not listed here (e.g. tricking users by registering misspellings of
well-known websites). It's not safe to assume that just because a specific
deceptive technique isn't included on this page, Google approves of it.
Webmasters who spend their energies upholding the spirit of the basic
principles will provide a much better user experience and subsequently enjoy
better ranking than those who spend their time looking for loopholes they can
exploit.

If you believe that another site is abusing Google's quality guidelines,
please report that site at
https://www.google.com/webmasters/tools/spamreport. Google prefers
developing scalable and automated solutions to problems, so we attempt to
minimize hand-to-hand spam fighting. The spam reports we receive are used to
create scalable algorithms that recognize and block future spam attempts.

That last point about developing scalable algorithms is crucial
for you to understand:

All of the search firms together are in an unending competition with the
Unethical Search Marketing Firms.

Each successful search firm employs legions of Software Engineers,
Computer Scientists - those are two different disciplines! - Artificial
Intelligence Researchers, Linguists and Psychologists who work nonstop to
invent new ways to use software and computer hardware alone to weed
out unethical websites from their indices.

Among the many underhanded optimization techiniques are machine-generated
content, "Link Farms", "Scraper" sites that steal content from legitimate sites
so that they appear to have been written by actual human beings rather than
computers, electronic mail spammers, websites that are "promoted" by Malware
such as computer viruses that reset your browser's home page in a way that you
cannot undo.

This list, quite tragically, goes on for a long, long ways.
The Mind Simply Reels.

From time to time the word will get out in the "Underground" about a new
"Method" for promoting one's website. Eventually this novel but undoubtably
dishonest trick will become widely employed by the unethical SEOs, many of whom
are in the employ of Organized Crime.

Unethical SEO, you see, is a great way to launder money, and so
cover up one's enthusiasm for Drug Dealing, Illegal Gambling, Human Trafficking,
Gun Running, Murder-for-Hire, the production and sale of Child Pornography as
well as Official Corruption such as cops that are on the take.

The time inevitably arrives that this new way of "Gaming the Search Engines"
results in enough websites appearing prominently enough in the results of
searches for so many Keywords - the proper term is "Queries" - that
the Spam-Fighters at each Search Firm
determine to defeat it completely.

What that means to your company, as well as your hope for economic
survival, is that if you pay an unethical firm marketing firm to promote your
site - or learn their methods so you can employ them yourself - you will find
yourself on the receiving end of what the folks at
WebmasterWorld always name after
powerful, destructive hurricanes:

One day, your site will be in the "Top Ten" at Google - that is, in the
first page of results, or "SERPs", for "Search Engine Results Pages". Maybe
you'll even claim the "I'm Feeling Lucky" prize!

Imagine then your dismay when the very next day, your entire website is
nowheree to be found at Google.

The chances are pretty good that you will never find a way to get
All of Your Hopes and Dreams back into Google's index.

Eventually all the other search firms - Microsoft's
Bing, Russia's
Yandex, China's
Baidu and
SoSo, the Czech Republic's Seznam -
there are many, so one does will not to optimize just for Google! - will follow
suit.

When that happens, your website and quite likely your business will forever
be things of the past.

Please do not let that happen to you.

When You Do It Once, It's A Trick.
When You Do It Twice, It's A Method.

To the extent that your tricks are legitimate and honest, you can optimize
your site any way you please.

But many of the methods employed by Search Marketing Firms are quite
technical and so require careful study, as well as specialized software tools
such as applications that culculate such statistics as Keyword Frequency,
Keyword Density as well as visualizing where on each page of their clients'
sites each Keyword falls.

Our own experience is that such burdensome, tedious and - importantly -
expensive labor is simply unnecessary!

Take time to browse Dulcinea's site; we get vast
numbers of visitors every single day. It should not take long at all for you
to get a good sense as to how we achieve such results.

The way we will tune up your business', social advocacy
organization or political candidacy's "Presence on the Internet" will be the
very same way we tuned up our own.

We are completely cool with you saving money by learning all
of our methods by studying our site as a working example, as well as by
reading the articles given below that detail our most important SEO Techniques.

Absolutely all that we ask in return is that if you find any of the
articles, essays, rants or manifestos on our site to be helpful to you, that
you lay their links into the hands of those why may be interested in or would
benefit from them.

All our written material is available to everyone
completely free of charge!

Our company's single most-fundamental Core Value is that teaching that could
possibly be of benefit to anyone for any reason should be readily available to
them without paying.

It is only because others lifted us up in the very same way that we now
offer to lift you - through the publication of our site's written work -
that we are now able to provide for ourselves at all, most of us by working at
home.

Rigorous, regular testing of every single page on your website,
even if your site consists solely of static documents without the use of a
database or Content Management System, is quite a lot more important than most
web designers, webmasters or even many software engineers think:

I was inspired to write it after being awakened from a sound sleep in the
wee hours of the morning by the software engineering manager of a new, very
well funded, venture-backed eCommerce site. They brought their site online
live just in time for the Christmas shopping season of 2001. Despite being
hosted on a $250,000.00 Sun UltraSparc Server, their entire site fell over
under the extremely light load of just fifty users!

They had never load-tested their application during its development, you
see, and so were completely unaware that it's very, very, very easy for
programmers - even highly experienced Software Engineers - to
introduce quite severe inefficiencies into any kind of software that far, far
overwhelms the capacity of even very high-end hardware.

They expected me to fix their app by just chatting with them over the phone.
What I actually told them to do was to set up every single one of their engineers
with a load generator, as well as a performance profiler. They weren't real
happy with that, but that's really all I could tell them to do. Frankly I am
completely dumbfounded that they had not done that throughout the entire
development of their website's eCommerce application.

Despite being backed by a whole bunch of venture firm, they were completely
out of business within the year. I checked just now, and found that their
original domain name redirects to an entirely different company's site.